For decades, luxury was an unshakable concept: golden labels, prohibitive prices, and an aura of exclusivity that only a privileged few could access. But every empire crumbles when someone dares to question its foundations. And in the haircare industry, Jaimee Lupton has been that silent disruptor.
From New Zealand to the shelves of over 40 countries, MONDAY Haircare didn’t storm into the market—it quietly took over. With clean-lined bottles, a distinctive pink hue, and an accessible price point, it achieved the unthinkable: democratizing luxury without diluting its essence.
This is the story of how a bold idea turned an everyday product into a global phenomenon.
THE QUIET LUXURY REVOLUTION
There was a time when luxury needed no explanation. It was expensive, exclusive, and unattainable. But in 2020, as the world was redefining itself, Jaimee Lupton posed an unthinkable question: What if luxury could be accessible without losing its magic?
MONDAY Haircare was born with a mission: to erase the barrier between quality and accessibility. It wasn’t just about aesthetics—though its iconic pink bottles have the magnetism of a design object—it was about purpose.
“Luxury doesn’t have to shout to feel premium.” — Jaimee Lupton
MONDAY Haircare entered the market with quiet disruption: on supermarket shelves, in TikTok feeds, and in the bathrooms of people who never imagined they could have a high-end design product in their daily routine.
The result? Six months’ worth of inventory sold out in just six weeks.
The industry was in shock. The myth of luxury as a synonym for exclusivity was beginning to collapse.
Exclusive Interview
JAIMEE LUPTON AND THE NEW LANGUAGE OF BEAUTY
BU: When MONDAY Haircare entered the market, it broke the unwritten rules of luxury. What was the biggest challenge in this process?
JL: “The biggest challenge was convincing the world that luxury isn’t about inaccessibility. MONDAY had to feel premium in every way: the product texture, the design, the experience. But most of all, it had to build trust. If we didn’t deliver results, none of this would have worked.”
BU: Since its launch, MONDAY has been compared to high-end luxury brands. How does a young brand carve out an identity in such a traditional market?
JL: “I always asked myself: What would a brand look like if we built it from scratch, with no rules? Our minimalist design and pink bottles weren’t an accident; they were a statement. We wanted to stand out without shouting. But our real strength isn’t in the packaging—it’s in our community. MONDAY isn’t just a pretty bottle; it’s about how we make people feel.”
BU: The haircare industry has long perpetuated the idea that only salon-grade products are ‘truly premium.’ How did you dismantle that belief?
JL: “There’s still this notion that salon products are inherently superior, but often the only difference is the marketing. Consumers no longer buy into empty promises—they seek quality, ethics, and design. MONDAY gives them all that without making them pay more.”
BU: MONDAY has grown globally at an unprecedented pace. What unexpected cultural patterns have emerged along the way?
JL: “Each market has its own identity, and we quickly learned that cultural nuances are key. We work with local experts in every region to ensure our brand resonates authentically. Today, we’re in over 40 markets and 160 retailers. That ability to connect globally—from store shelves to TikTok—has been one of our most valuable lessons.”
BU: If MONDAY has already rewritten the rules of luxury, what comes next?
JL: “I want MONDAY to inspire more brands to rethink what it means to be inclusive and ethical. Our mission is to expand beyond haircare, into personal care. We want to show that you can lead a cultural shift while still offering products that people love and trust. Luxury should be for everyone.”
Our legacy isn’t just about design; it’s about the community we’ve built. We listen to what our consumers want and evolve with them.”
Jaimee Lupton
THE FUTURE OF LUXURY IS NO LONGER WHAT IT USED TO BE
In an industry dominated by decades-old names and inflated price tags, Jaimee Lupton has changed the game without asking for permission.
“Our legacy won’t just be the design—it will be how we made our consumers feel.” — Jaimee Lupton
MONDAY Haircare has proven that luxury isn’t about inaccessibility; it’s about meaning.
And perhaps that is its greatest success: making us believe, if only for a moment, that sophistication was never meant to be out of reach.
